Leveraging its prime location advantages and continuously responding to the call of the 2025 "Shanghai Summer" International Consumption Festival, XinTianDi The Hub actively integrates the development philosophy of extensive consultation, joint contribution, and shared benefits of the Belt and Road Initiative.
With the official support of the Consulate General of the Argentine Republic in Shanghai, the Consulate General of the Republic of Peru in Shanghai, and Colombia Trade & Investment, the inaugural "Viva Latino Festival" was launched from August 29 to August 31.
Centered on multicultural integration and building upon the increasingly close people-to-people and cultural exchanges between China and Latin America, the event featured over 40 distinctive cultural stalls and presented the customs and traditions of more than ten Latin American countries through a composite format including markets, performances, cuisine, and workshops.
It offered consumers in Shanghai and the Yangtze River Delta region a comprehensive, immersive multicultural social experience, further highlighting Shanghai's role as an international metropolis in promoting mutual learning among civilizations, openness, cooperation, and its inclusive charm.
Official Support from Three Nations
Building a Cultural and Commercial Bridge
On the afternoon of August 29, the inaugural Latin Heatwave Festival officially commenced in the North Zone of Hongqiao Tiandi.
Guests including David Gamarra, Consul General of Peru in Shanghai; Bernardo Muñoz, Commercial Counselor of the Economic and Commercial Office of the Consulate General of Peru in Shanghai; representatives from the Consulate General of Argentina in Shanghai; and representatives from ProColombia attended the opening ceremony.
David Gamarra, Consul General of Peru in Shanghai, stated in his speech:
"We are very happy to participate in the first Hongqiao Tiandi Latin Heatwave Festival. We are pleased that it provides a platform not only for consumers to taste Latin American food, enjoy Latin music, and learn about unique Latin American culture.
"More importantly, it also establishes an emerging business network between representatives of Latin American products and Chinese partners. I believe these commercial connections will undoubtedly continue to strengthen in the future."
David Gamarra, Consul General of Peru in Shanghai, delivering the opening speech
Multi-Sensory Experience
Igniting a Viva Latino Festival Heatwave in Shanghai
The three-day Viva Latino Festival focused on cultural experience and new social scenarios.
The North Zone of XinTianDi The Hub was transformed into a thematic block featuring the iconic high-saturation colors and traditional patterns of Latin American countries, simultaneously fulfilling consumers' dual needs for social sharing immersive experience.
During the event, featured performances such as Argentine Tango, Brazilian Samba, Mexican Mariachi band parades, and Capoeira were staged in succession, releasing the passionate and unrestrained spirit of Latin America through highly infectious music and dance.
Furthermore, XinTianDi The Hub collaborated with multiple partners to precisely match experiences for different consumer demographics: specially inviting the institution Cervantes of Shanghai, a Spanish Center to conduct on-site beginner Spanish classes for both children and adults; Winner of the 2015 Bachata Group World Championship- Hugo, conducted on-site Tango master classes; Avocado Masters led health-themed workshops, making avocado Earth smoothies and trying pit planting with consumers.
It is worth mentioning that the opening day of the "Latin Heatwave Festival" coincided with the traditional Chinese Qixi Festival. Hongqiao Tiandi specially planned Qixi-themed activities, including partner piñata games, Spanish love phrase classes, and Tango partner dance experiences, cleverly integrating Latin American characteristics with traditional Chinese cultural connotations. This created a unique romantic experience for consumers, demonstrating the fun and resonance born from cultural fusion.
Abundant Produce and Cuisine
Showcasing Authentic Latin American Flavors
The market, gathering signature products, food, and wine from over ten Latin American countries, was another highlight of this year's "Viva Latino Festival". Over 40 distinctive stalls offered representative products such as Colombian handmade Wayuu bags, Honduran coffee, Argentine yerba mate and extra virgin olive oil, and Peruvian alpaca plush toys, allowing consumers to purchase characteristic Latin American goods in one stop.
Regarding to the food and beverage, leveraging the exotic food atmosphere of XinTianDi The Hub North Zone, the event featured classic Latin American street food such as Mexican tacos, Colombian arepas con queso, and Peruvian ceviche.
In collaboration with Whisky More, it offered consumers tastings of multiple world-class (treasured / collectible) whiskies and rare aged expressions, creating a feast for the palate from authentic cuisine to premium wines and spirits.
Through immersive cultural scenes that are perceptible, interactive, tasteable, and shareable, XinTianDi The Hub Viva Latino Festival transformed distant Latin American culture into tangible experiences for consumers, significantly enhancing the cultural vitality and social appeal of the commercial space.
As an urban landmark and First Stop in Shanghai, the mall will continue to introduce more global cultural IPs, build cross-regional, multi-faceted cultural exchange platforms, and create high-quality, diverse, and highly resonant new consumption scenes and cultural experiences, injecting sustainable grassroots vitality into people-to-people exchanges and economic cooperation under the Belt and Road framework.
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